Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

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PROSPECTS

In Germany, weight problems are becoming increasingly prevalent, with 60% of men and 40% of women classified as overweight according to the German Nutrition Society. Although manufacturers of weight management and wellbeing products are targeting this growing group, value sales continued to decline in 2018 as many consumers instead chose to try and adopt a healthier lifestyle.

Target audience remains significant in size

Although consumers are increasingly considering alternative methods to lose weight, there remains a considerable share of the German population which is interested in weight management and wellbeing products. This is because there are many consumers who do not have the time to regularly eat healthily or engage in sport due to hectic lifestyles, as well as many who are not willing to invest the time and energy necessary in losing weight.

Alternative methods benefit from consumer dissatisfaction

While Germans are becoming increasingly conscious of their health and are hence focusing on improving their diets and participating in sport, weight management and wellbeing products are also suffering from consumer dissatisfaction, particularly in terms of their efficacy. A study on weight management products conducted by the German consumer magazine Oekotest in early 2018 showed that overall consumers view these products as relatively expensive and not particularly effective, with them likely to regain weight once they stop using them.

COMPETITIVE LANDSCAPE

Almased maintains its leading position as competitive pressures increase

In 2018, while weight management and wellbeing continued to record a decline in value sales, the brand manufacturer Almased saw its sales remain stable in the biggest category, meal replacement. This can be attributed to regular advertisements, which emphasise its products’ efficacy, as well as the launch of a new lactose-free variant of its main product.

New players focus on the online channel and rising health awareness

Although chemists/pharmacies remained a significant channel for weight management and wellbeing products, they are facing growing competition not only from drugstores and supermarkets but particularly internet retailing. An indication of this is the increasing presence of online players offering personalised fitness and nutrition programmes, such as Bodychange as well as start-ups like Trinkkost.

Refigura the most significant new product launch in recent years

The leading player Almased is not only facing competition from more innovative meal replacement products but also supplement nutrition drinks and weight loss supplements. The rise of Refigura in the latter category continued in 2018, showing that, on the one hand, consumers are willing to try new products, particularly if supported by significant advertising activities, while on the other, Refigura’s growth reflects the ongoing trend towards more natural products in consumer health.

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